EXPLORING THE ROLE OF SOFT POWER IN SHAPING A POSITIVE STATE IMAGE
Abstract
Numerous nations maintain state-owned power utilities at both the domestic and international levels. Although these policies are traditionally grounded in military and economic might, the concept of "Soft Power," first introduced by Joseph Nye in "Bound to Lead: The Changing Nature of American Power" (Basic Books, 1990), has gained increasing significance. This shift reflects the need to adapt to contemporary global dynamics and the evolving world order. Soft power, with its ability to legitimize a country's policies through voluntary acceptance by others, has been recognized for its strategic importance. Acknowledging this, various countries have invested in enhancing their soft power capabilities. Beyond academic research, efforts to quantify and compare soft power achievements across nations have led to the development of several soft power indices, based on its constituent elements.
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